Riding the wave (PROFILE Bay of Plenty 2024)

James Mitchell, the creative force behind Kayu Studio, has transformed his surfer lifestyle into a business based on Indonesian craftsmanship.

Kayu Studio founder James Mitchell.

Carving waves is what initially led James Mitchell to Bali 10 years ago. Now, however, he’s carving out a reputation for importing furniture that combines Indonesian craftsmanship with the sleek minimalism of Scandinavian design.

The idea for his Tauranga-based business, Kayu Studio, was ignited in the middle of the Covid pandemic, when James was stuck in a hotel. “I’d been renovating houses in Bali and sourcing furniture,” he recalls, “and I thought, ‘Why not bring some back to New Zealand?’ At first, we brought in typical Balinese pieces, but I knew there was more out there, so I ventured into Java, where the real craftsmanship thrives.”

The Tama stool, in natural teak, stands out for its sleek minimal lines, $649. It is also available in black.

Java, James elaborates, soon became the heart of Kayu’s operations. The region’s renowned factories and artisans offered a treasure trove of beautifully crafted furniture. James’s strategy was clear: ensure the highest quality control before shipping products to New Zealand.

“We set up a warehouse with a dedicated team for quality control, packing and admin. Everything is thoroughly checked before it’s shipped, minimising the need for post-arrival adjustments.”

The Tiram coffee table, in natural teak, $1289, is also available in a larger size as a dining table.

‘Kayu’ means wood in Indonesian, explains James. “It’s a simple, easy-to-remember name that reflects our primary material and ethos.” This branding is just one aspect of the company’s identity, meticulously shaped with the help of creative director, Ben Parry, who manages everything from digital assets to marketing strategies.

Kayu’s product range is an elegant mix of custom-designed pieces and curated selections from Indonesian artisans. “About half of our items are our own designs,” James notes. “We also modify traditional pieces to suit modern tastes, such as our Nala stool or the Casa chair. It’s about balancing innovation with a classic appeal.” James is keenly aware of the need to tailor products to New Zealand’s design sensibilities. “We’ve learned pieces suited to lush, tropical aesthetics don’t always translate well. It’s important to visualise how a piece will look in a New Zealand home.”

The versatile Siang teak chair, $929, made with synthetic loom weave, can be used both indoors and outside.

This keen understanding of market needs has positioned Kayu as a favourite among new homeowners and design professionals alike. “We’re not high-end but we’re not low-end either,” James says. This approach has seen significant success with products such as their reclaimed teak benches and distinctive pendant lights, which have become bestsellers.

Kayu’s retail presence is strategically balanced between physical and online spaces, James explains. “People like to see and touch furniture before they buy, so our physical stores are crucial. But online visibility is equally important.” Beyond the business, James’s lifestyle is a blend of work and leisure. He travels between his hometown of Tauranga, the base in Java and the home he shares with his Danish partner in Bali’s Canggu a picturesque locale renowned for its surf-friendly beaches.

James embodies a laidback yet industrious spirit, who still manages to surf whenever he can.

kayustudio.co.nz

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